Employer Branding

Employer branding has become essential to attract the right talent and retain an engaged and motivated workforce. Today’s job market is becoming increasingly candidate-driven, giving candidates the power to be much more selective when it comes to culture, benefits, rewards, development, leadership and much more.

To ensure businesses can grow and successfully ‘compete’ for talent, they need to be recognised as an attractive place to work. This includes former, current and future employees believing and boasting the culture.

It’s not just about the salary!

Candidate motivations and values are changing, especially with younger generations.

Security, recognition and flexible working are increasing in importance. Working for an employer who is committed to improving their environmental impact or encourages a work-life balance, are both attractive traits. Companies need to recognise these cultural changes and not just rely on a lucrative salary. Brands need to understand what their candidate base is motivated by to ensure they can attract the leaders of the future.

What is the mission of the company?

As Business Consultant, Simon Sinek discusses in his famous TED talk: “People do not buy what you do, but why you do it” – in order to gain talented and motivated minds, businesses need to embed their mission and ‘why’ into the business culture. If successfully done, potential new employees will be inspired to participate in this mission and want to join the team.

Is the mission embedded within the corporate culture?

The corporate culture should be designed to serve the established mission. Employees should be able to identify with corporate goals in an informal and honest manner, not just in professional settings. This requires a regulated working atmosphere that ensures employee satisfaction. This, in turn, forms part of the so-called Employer Value Proposition i.e. the advantages that the company promises its employees compared to the competition such as pleasant working conditions, personal development opportunities, good salary, more holidays than the average, market-leading training etc.

How to build your employer brand?

  1. Optimise the application process – the employer branding starts with the application, so it is vital communication is considered at every touchpoint.
  2. Regularly review eternal company valuations – The company website, social media platforms such as XING, LinkedIn or Facebook and employer review portals such as Kununu or Glassdoor, are often reviewed by a potential employee. It is important to monitor these platforms regularly and respond to any comments (negative and positive) accordingly.
  3. Ask employees – The corporate climate can only be accurately determined if employers regularly ask their employees about it. Regular surveys can help identify which company policies are valued and which need improvement. When it is determined where employees see a need for action, the employer should swiftly initiate change.

Is the corporate culture effectively communicated to the outside world?

  1. Defining a target group – who do I want to win as an employee?
  2. Understand the needs of potential candidates – what do my future employees wish for?
  3. Presenting an offer – what do I offer as an employer and how do I communicate this?
  4. Select communication channels – how is the target group reached/what platforms are they active on?
  5. Defining the approach – what tone fits with the ideal candidate?

Companies with a strong employer brand benefit massively when it comes to finding and securing talent. In today’s competitive recruitment market, it is crucial when approaching or speaking with potential new employees, your business is considered an attractive employer.

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